Cannes Lions

THE POWER OF SURF SCENT

SPARK PHD, Auckland / UNILEVER / 2013

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Overview

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Credits

Overview

Execution

Shopping at the mall was an important ‘me moment’ our busy mums savoured, visiting several times a week.

We enhanced this key moment with the scent of Surf.

At the heart of our campaign was a global media first : SCENTED MALL DOORS

Using a process that was developed specifically for this campaign, concentrated Surf fragrance was infused into the actual ink that was used to print the door decals, so the smell of Surf was evident as shoppers walked into the Top 15 malls across New Zealand.

The creative tagline invited shoppers to smell the scent of Surf as they walked through the doors, providing a fragrant brand experience.

This format not only was pleasantly disruptive, it delivered scale - reaching over 2/3 of our target audience.

Supermarket shelf media was also enhanced with scented tear-off pads, closing the loop at the all-important point of purchase.

Outcome

The campaign shifted Surf into the coveted No. 1 market share position– knocking heavy-weight laundry brand Persil (Omo) off the top spot for the first time in years!

Surf delivered an outstanding share result of 27.3% - smashing our target of 26.0% and the FY11 share position of 24.5%

Not only that, but double digit growth was seen across Loyalty and Average Weight of Purchase measures.

By tapping into the power of the senses Surf successfully overcame a reliance on price for business success.

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